Transform Business Goals into Actionable Marketing Success
In this dynamic half-day workshop, participants will master the fundamentals of strategic marketing planning using proven frameworks that connect organisational objectives to measurable marketing outcomes. Through an interactive session, attendees will learn how to conduct thorough situation analysis, set strategic goals, and create actionable marketing plans that drive business success.
The masterclass leverages powerful tools like Strategy-on-a-page and the Strategy Tree approach to help participants understand the critical components of effective strategy development. From defining clear purpose statements to identifying target markets, setting financial objectives, and assessing potential risks, participants will discover how to translate organisational vision into focused marketing strategies and practical implementation plans. Through hands-on exercises and real-world examples, attendees will develop the skills to create strategic marketing plans that deliver measurable results.
Learning Outcomes
By the end of this masterclass, participants will be able to:
- Conduct thorough situation analysis to inform strategic decision-making
- Create clear purpose and ambition statements that drive strategic direction
- Develop SMART objectives aligned with organisational goals
- Build comprehensive one-page strategic plans using proven frameworks
- Design implementation plans that engage stakeholders and drive results
- Create measurement frameworks to track strategic success
- Apply strategic planning tools and frameworks in their organisation
Topics Covered
1. Strategic Planning Foundations
- Understanding situation analysis techniques
- Setting strategic direction and SMART objectives
- Aligning marketing with organisational goals
- Strategy on a Page framework
2. Purpose and Strategic Intent
- Crafting purpose (mission) statements
- Developing ambition (vision) statements
- Creating strategic alignment
3. Customer and Market Strategy
- Target market definition and analysis
- Value proposition development
- Market segmentation approaches
4. Strategic Framework Components
- Financial objectives and metrics
- Operational requirements
- Resource planning
- Risk assessment and mitigation
5. Implementation Planning
- Creating actionable implementation plans
- Stakeholder engagement strategies
- Measuring and tracking success
- Strategic review processes
Who should attend
- Marketing managers and directors responsible for strategy development
- Business owners and entrepreneurs looking to improve strategic planning skills
- Marketing professionals seeking to align marketing with business objectives
- Brand managers wanting to strengthen their strategic planning process
- Anyone responsible for marketing strategy and implementation
Facilitator
Kristin Bengtsson
Kristin Bengtsson brings extensive strategic marketing planning experience from both global and scaling businesses. As Chief Marketing Officer at IKEA Australia, she led comprehensive business and marketing planning processes that aligned brand building with commercial outcomes. More recently, as Head of Brand Marketing at Temple & Webster, she played a key role in developing the company's 3-year marketing strategy, successfully diversifying marketing approaches to accelerate business growth. Her unique combination of corporate and scale-up experience allows her to share practical insights into strategic planning processes that work across different business contexts. Kristin's hands-on experience in developing and implementing marketing strategies in both established and high-growth environments make her an ideal guide for organizations looking to strengthen their strategic planning capabilities. As the founder of KB Professional Consultancy, Kristin now focuses on supporting professional growth through coaching, mentoring, and engaging course facilitation. Her approach is grounded in authenticity, emotional intelligence, and a genuine passion for developing people, making her a highly effective trainer in strategic marketing planning.